CMProfit Research

Annual Supplier of Beverage Alcohol Retailer Partnering Study

Our Guiding Beliefs:

  • You really don’t know how you are doing unless you compare your service against your customer’s expectations
  • You really don’t know how you are doing unless you benchmark your performance against others.

Since 2002 CM Profit has published the industry standard retailer research that beverage alcohol suppliers use to benchmark the performance of their National Accounts and Category Management teams.   CM Profit interviews over 100 on and off-premise retail chain decisions makers and asks them to rate the skills of their spirits, wine and beer suppliers in over 15 areas.  The areas evaluated include:

  • overall call performance
  • understanding of retailers goals, strategies and tactics
  • listening skills
  • analysis & problem solving
  • Category Captain / Validator competency
  • post-program evaluations
  • objectivity

These numeric ratings are enhanced by rich verbatim from the retailers about their expectations and “best in class” performance on each accountability.  This research is syndicated to participating suppliers.  US Suppliers representing over 90% of all beer, 80 % wine and 50% of spirits volume use this research to benchmark their performance. We invite you to participate.

Custom Research


In addition to our national syndicated research we design custom retailer research for:

  • National or regional suppliers that want to further explore specific areas of opportunity within a geography or channel.
  • Outlet level research down to the individual retail licensee used by:
    • Distributors that want to benchmark themselves within their own trade area against all or selected competitors.
    • Distributors and suppliers that want to assess opportunities in  expanded trade areas

Our retailer research is conducted on and via live interviews.


In-store intercepts (observation and interview) to assess shoppers for:

  • Decision Tree behavior
  • Display effectiveness
  • Day or calendar part behavior
  • Segment switching
  • Shopping basket
  • Price sensitivity


CM Profit will design and Implement the right study to discover whatever you want to know about your customers.